The James Brand SS21 Great Outdoors Preview

The James Brand SS21 Great Outdoors Preview

Brand:  The James Brand
Interviewee:  Ryan Coulter, Founder and Chief Creative Officer & Pacome Allouis, EU Brand Marketing

How is Covid-19 impacting your business and can you see any opportunities for the Camping market as a result of the pandemic?
Covid-19 gave us a real shock. Many of our partners had to shut their doors around the globe and many of them still have not re-opened.

The good news is that our online business and key online retailers have been really strong.

This is a time when people go to the brands that they identify with for strength, they can also discover products for their daily needs.

For camping, we’ve seen a lot of people really trying to get outside due to the fact that they will travel more locally this year.

What are the major trends in the camping segment in spring/summer 2021?
From the camping perspective, we’ve seen a decrease in the car-camping experience and an increase in interest in the true backcountry market.

People want to getaway. They are looking for lightweight, durable gear that they can use to really push out into the backcountry instead of staying local, and making adventure a 2.0 experience.

Where have you positioned your brand in the market and why?
We position The James Brand (TJB) right at the intersection of urban life and outdoor adventure.

We do this because the majority of our customers live in or close to the city, but long for the outdoors and head there as soon as the workday or workweek is over.

We want our products to easily move between both the urban and the outdoor environment and make it easy!

Which items should every nature lover take with him on the next outdoor adventure?
We are biased, but you should always have a pocket knife with you, you can’t imagine everything you can do with a pocket knife into your day, and make your life easier.

The James Brand SS21 Great Outdoors

The James Brand, The Ellis

You never know what jams it will get you out of, but it’s nearly guaranteed to get some use and make your day outdoors a bit better.

You should also have a powerful LED flashlight handy, as well as a compass of some kind, and a way to start a fire.

We hate to say it, but it’s good to have your phone with you, but we’d suggest putting it in airplane mode and trying to only use it as a camera.

How has Covid-19 affected your SS21 sell in plans (delays/ range cancellations/ carry over)?
We had some major new projects that got pushed into 2021.

We’ve had to work hard to re-adjust the calendar to get it all to work.

It has not been easy, but we are in great shape now and shipping on time. It’s been a good exercise for the brand to see how flexible we can be in the situation.

Please talk us through your 2-3 of your key products for 2021.
The Pike is a new version of one of our favorite silhouettes.

The James Brand SS21 Great Outdoors

The James Brand, The Pike

It’s designed as a true pocket knife: small, beautiful, and very functional.

It’s designed to go inside your pocket at the beginning of the day and then go back on your dresser at the end, and it is reminiscent of pocket knives that were popular in the 1950s and 1960s.

It’s a modern take on a classic form, and it’s designed to be right there whenever you need it.

We really like the balance of pure functionality and aesthetics with this one.

The Ellis is our take on a multifunctional pocket knife. It’s probably our most versatile product, with a partially serrated blade, a bottle opener, a flathead screwdriver, and a pry/scraper, there’s not much that the Ellis can’t help with.

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EUROSIMA SPONSORS 2 NEW STARTUPS
Vans Michael February
BIC

BIC

Surfstitch SOURCE
Finisterre Blue Friday 2021
Choppy Water GmbH Tahe Outdoors Germany Austria Distribution Tahe Marine Zegul Egalis Artistic, Robson
GUL SS20 Wetsuits

Gul

California Gold Surf auction
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WSL 2019
Funky Snowboards flagship store, Milan
James Otter
Freeride World Tour
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Brendon by AlanvanGysen3
Slide & OTS Winter 2024
16x9 heart supply
K2 x Peter Sutherland
MarketIntelUK
FWT18 VALL DDAHER
Steven Belly Surfline Photo credit Leo Fioravanti
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686 FW20/21 Women's Outerwear

686

686 crew shred. Victori Daviet, Brent Sandor, Pacome Allouis, Gigi Ruf and Stephane Grenet
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Notox x Sicomin R-Carbon
GROMSEARCH 2022
Boardmasters Cancellation
Leonardo Del Vecchio, Luxottica
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Quiksilver festival
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Swiss Flag
Vans Pro Tour Invitees Announced
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Salty Crew new women's range
TSG 2023/24 Snow Helmets Preview

TSG

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Montagne Verte
Outdoor Trade Show Winter
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Boardriders Billabong
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Wave Pool Mag
Dakine
AlterEgo lifestyle
SAXX
John Colonna Big Wig K2 SOURCE
176R9566

F2

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Vassa-Parken by Oakley
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A New Earth Project x Atlantic Packaging
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Columbia Sportwear Company
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Fox acquired by Vista
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K2 21/22 Snowboards Preview

K2

In this photo taken on May 21, 2019 shows shoppers at an outlet mall exit a Nike store in Los Angeles. AFP GETTY IMAGES
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Slowtide CCC
Stephanie Micci
From Day One Spark R&D
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RIPCURL SS20 Watches
OP SS21 Skate Hardgoods

OP

11 Surf Expo has moved to new hall in the Orange  County convention center
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NSP

Destyny Mine77 Big Snow NJ Peter Cirilli
Collin Provost’s Emerica Shoe
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Spy

Surf shop day
Aqua Marina SS21 SUP Preview